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Brand Strategy

The Hostile Brand Strategy

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According to Harvard professor, Youngme Moon, hostile brands are “brands that play hard to get.” The antithesis of “feel good brands,” hostile brands defiantly demand a decision – love me or leave me.

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Brand Strategy

The Trinity Of Brand Strategy

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David Aaker Brand Strategy Brand Consulting

In the business of marketing, words matter. Sadly, marketers disagree over basic branding terminology. Through overuse, the terms ‘mission’, ‘vision’, ‘value proposition’, ‘mantra’, ‘essence’, and ‘identity’ lack precise definition. The confusion makes strategic thinking about brands more difficult and undermines marketers’ credibility. If marketers can’t agree on basic terms and frameworks, how serious can the business of brand strategy be?

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Brand Audit

Brand Audits: Three Powerful Rings

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Brand Strategy Brand Audit

When conducting a brand audit, the simplest models often work the best – BCG’s Growth-Share matrix, a SWOT analysis, an organizational chart. These models work because they distill tons of information, identify what’s important and are easy to grasp.

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Brand Architecture

Ten Reasons To Revisit Your Brand Architecture

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Brand Architecture Strategy

If you have ever named a boat, a pet or a child, you know how difficult it can be to choose the right name. Despite the importance of the decision, the process seems hit-and-miss and there seem to be few guidelines for getting it right. After agonizing over lists of alternatives, you reject all but one, with no sense of certainty. Later the name seems inevitable – how could you have considered any other name?

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Brand Differentiation

Brand Strategy: Rethinking Brand Differentiation

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Diamond Shreddies Brand Strategy Differentiation

The ultimate goal of any brand effort is differentiation. Setting your product apart from its competitors is an essential first step toward creating preference and loyalty. According to research firm, Millward Brown, “Brands that are perceived as being different have a much higher potential for growth than do other brands.” Consequently, identifying and communicating meaningful points of difference has become the focus of much strategic branding work.

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